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Session SummaryUnderstanding, Communicating
to Customers
v56 Marketing Management Session #8: January 27, 2011
I-PLAY Nyel Berroya
www.danielberroya.blogspot.com
1. Nyel and Marika reported 20yr marketing personal plan
2. Discussion on “miscommunication can be embarrassing & costly” about “true marketing errors.”
3. What is IMC (definitions)? Why and how to be effective?
Outline:
What we did?
www.danielberroya.blogspot.com
4. Research helps us understand our customers “we watched video clip of some of many ways understanding your customers”
5. The class shared insights regarding the different types of qualitative research.
Outline:
What we did?
www.danielberroya.blogspot.com
6. Discussed briefly computation midterm grade.
7. Next week will discuss the 10 steps marketing plan
Outline:
What we did?
www.danielberroya.blogspot.com
Task # 1
Reported 20yr marketing plan per group…
www.danielberroya.blogspot.com
Task # 2
Caused by Language barriers
www.danielberroya.blogspot.com
Task # 3
Failed Marketing Ad due to miscommunication
www.danielberroya.blogspot.com
Task # 4
Definition of IMC…
www.danielberroya.blogspot.com
Task # 5
Effective IMC model
www.danielberroya.blogspot.com
Task # 5.1
21st century IMC “mix” by Kotler
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Task # 6
Watching the video on how to understand customers
www.danielberroya.blogspot.com
1. FGD – focus group discussion2. Depth interview3. Home visit4. Mystery shopping5. Observed shopping6. Accompanied7. Guerilla interview8. Diaries
Task # 7
Each group defined qualitative research…
www.danielberroya.blogspot.com
Task # 8
Midterm grade computation and URL
www.danielberroya.blogspot.com
https://docs.google.com/spreadsheet/ccc?key=0AjXphYDIJ9dgdFlCT2lkakx2T3BhUXNxbHYwSGhic2c&hl=en_US&pli=1#gid=9
Task # 9
Next week discussion is making your “10 step marketing plan”
www.danielberroya.blogspot.com
http://www.josephdeungria.com/2011/04/de-ungria-10-step-marketing-plan-group.html
Session SummaryUnderstanding, Communicating
to Customers
v56 Marketing Management Session #8: January 27, 2011
I-PLAY Nyel Berroya
www.danielberroya.blogspot.com
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